Hennessy “Where Others Rest, A Master Rises”
For over a decade, Hennessy has built its brand in culture by telling the stories of individuals who share our “Never Stop. Never Settle” ethos. When it came time to deepen our bonds with our Hispanic audience we found a new muse in boxer Canelo Alvarez.
There are many ways to depict the spirit of a boxer but to capture Canelo’s unique journey to mastery we took an unconventional route. We looked at the role of the boxing stool in his career. For some, the stool is a place of rest and reprieve from the maelstrom of the fight. But for Canelo, the stool is his strategic vantage point where he outwits his opponents before the bell even rings.
The result is an elevated take on an age old sport, one that captures the elegance of the fighter and the beauty of his journey to mastery.
Directed by Daniel Askill